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Marketing Management
April 2025 Examination
Q1. For products like Amazon Alexa,
and Google Siri (Voice assisted task completion gadget), develop a simple
consumer buyer behaviour stages-based note to be shared with the Chief
Marketing Officer (CMO) of your organization. (10 Marks)
Ans 1.
Introduction
Voice-assisted
task completion gadgets such as Amazon Alexa and Google Assistant have
transformed consumer interactions with technology. These smart assistants
leverage artificial intelligence (AI) to perform a range of tasks, from setting
reminders and controlling smart home devices to online shopping and providing
personalized recommendations. As consumer dependency on convenience and
automation increases, the adoption of these devices follows a structured buying
behavior process influenced by technological trends, perceived utility, and
brand positioni
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Q2. For the product or service of
your choice, design a customer-driven marketing strategy that covers four major
steps (or components) of the STP marketing model. (10 Marks)
Ans 2.
Introduction
With
rising concerns over home security and advancements in smart technology, the
demand for smart home security systems has increased significantly. A smart
home security system, which includes devices like AI-powered cameras, motion
sensors, doorbell cameras, and remote monitoring applications, provides
homeowners with real-time security and peace of mind. As urbanization expands
and safety becomes a priority, companies in the smart security industry need to
develop a well-defined marketing strategy that effectively reaches their target
audienc
Q3. LAUNDROMAT INC., one of the
UK’s leading laundry and dry cleaning service support providers, has entered
India. It is following a franchising model and expanding rapidly. They offer
cloth pick-up and drop service as well as at-home ironing service. Currently,
they have 15 outlets across 5 cities. The Chief Marketing Officer (CMO) needs
to develop a broad market development plan. Certain basic understanding is
needed by him, which you can provide by answering the following two questions.
a)
First, identify and
explain the four characteristics that
affect the marketing of services with one example. Later identify
the services of Laundromat Inc. as equal to which specific service
characteristic and justify your answer. (5 Marks)
Ans
3a.
Introduction
Marketing
services differ significantly from marketing physical products due to their
unique characteristics. Unlike tangible goods, services involve direct customer
interaction, customization, and a level of uncertainty in perceived quality.
Companies in the service industry, including hospitality, healthcare, and
personal care services, must address these unique factors to ensure customer satisfaction
and brand loyalty.
Laundromat
Inc., as a laundry and
b)
Prepare your brief note for the CMO to suggest what is direct and
digital marketing and suggest what Laundromat Inc. needs to do for each. (5
Marks)
Ans 3b.
Introduction
With
increasing competition in the service industry, adopting direct and digital
marketing strategies is crucial for expanding brand reach and customer
engagement. Direct marketing involves personalized communication with potential
customers through direct mail, telemarketing, and SMS campaigns, while digital
marketing leverages online platforms to enhance brand
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